Luxury Audience Identification
Rebuilt targeting around high-income, luxury-interested audiences across premium categories and behavioural signals.
Growth Stages
Market Segments
Audience Research
Identifying high-value luxury buyers
Funnel Strategy
TOF, MOF & BOF campaign structure
AOV Optimisation
Shifting focus to premium products
Retargeting
Cart abandonment & cross-sell recovery
Client Overview
- Industry
Skin Care - Platform
Shopify - Market
United Kingdom - Business Model
Private Label (Multi-SKU Portfolio)
Primary Obstacle
The Challenge
Very Low Average Order Value
The brand's AOV was stuck at just £15, making it nearly impossible to achieve profitable returns regardless of ad efficiency.
Wrong Audience Targeting
All campaigns were targeting low-income audiences who couldn't afford the brand's premium, high-value products.
Identical Campaign ROAS
Every campaign returned the same ROAS, confirming that the same low-quality audience was being targeted across all ad sets.
Clear Plan
The Strategy
Interest Stack Targeting
Built interest-based audiences around competitor luxury brands and high-value lifestyle interests drawn from Google search trends.
Lookalike Audience Testing
Deployed lookalike audiences across multiple slots simultaneously to identify the highest-performing segments quickly.
Discount Offer on Premium Products
Collaborated with the brand manager to introduce targeted discount offers on expensive items — increasing perceived value and conversion rate.
Creative Video Ads
Produced premium video creatives showcasing high-value products to match the elevated audience's expectations and buying intent.
Audience Overlap Elimination
Excluded website visitors from top-of-funnel campaigns to prevent audience overlap and maintain clean data signals.
Measured outcomes from a structured portfolio turnaround
Impact & Growth
0x
Peak ROAS Achieved
Up from 4x baseline
£0k
Monthly Revenue
Up from £12K/month
0%
Sales Growth
In 3 months
Testimonials
What Our Clients Say About Us
We had a great experience working with the CCL team. They understood what we needed, improved our advertising performance, and were always quick to respond. The results have been really positive, and we’re happy with the work they’ve done.
David
Marketing Manager, Glow EssentialsInsights
Professional Insights
- Targeting the right income bracket is more impactful than any creative optimisation for premium product brands.
- Low AOV is almost always a targeting problem, not a product problem — fix the audience first.
- Lookalike audience slot testing allows rapid identification of top-performing segments without wasting budget.
- Excluding recent buyers from mid-funnel campaigns keeps data clean and prevents cannibalisation.
- Strategic discount offers on premium products are a powerful lever when combined with high-intent audience targeting.
- Allocating 70% of budget to TOF ensures a continuous pipeline of new high-value customers entering the funnel.
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